Presentación ComsCore Internet en SudAmerica y Argentina

PART I

A Quick Introduction to comScore

PART I

A Quick Introduction to comScore

MEASURING THE DIGITAL WORLD

Proprietary and Confidential Do not distribute without written permission from comScore 2

■ Corporate headquarters: Reston, USA

– Offices in London, Paris, Gütersloh, Tokyo, NYC, Chicago, San Francisco, Seattle, Toronto

■ Year founded: 1999

■ Employees: 500+

■ Successful IPO (NASDAQ: SCOR) – June 26, 2007

■ Acquired M:Metrics – May, 2008

■ Number of clients: 1,100+

■ Company-wide renewal rate well over 90%

■ The source of record for leading media outlets worldwide

– comScore data and analysts are cited approximately 8-10,000 times each year

– Search for us online, or visit comscore.com

comScore, Inc: A Closer LookcomScore, Inc: A Closer Look


to Measure the Search Market

(qSearch)

to Deliver a Worldwide Internet Audience

Measurement (World Metrix)

Video Streaming Measurement

(Video Metrix)

to Provide Behavioral Ad

Effectiveness (Campaign Metrix)

to Build and Project from 2M+

Longitudinal Panel

to Monitor and Report

eCommerce Data

Strong Track Record of Innovation & LeadershipStrong Track Record of Innovation & Leadership

WORLD ECONOMIC

FORUM

Technology

Pioneer

2007

Top 100

Innovative CompaniesDecember 2004

World’s Largest

Windows DatabaseDecember 2001,2003, 2005

External Recognition


1,100 + Blue Chip Clients1,100 + Blue Chip Clients

Internet Agencies Telecom Financial Retail Travel CPG Pharma Technology


About comScore: What we doAbout comScore: What we do

■ Recruit, analyse and report each month on the online activity of a panel

of two million individuals, based in more than 170 countries

■ Help companies better understand their online audience (as well as that

of their competitors), how their audience is developing over time, and

what other kinds of online content their audience likes to consume

■ Help advertising agencies design powerful and effective marketing

strategies that help them deliver superior ROI

■ Help promote the Internet as a fast-growing platform offering unique

opportunities for effective brand-building, consumer-engagement and

business development


comScore: Measuring people and their behavior, not browserscomScore: Measuring people and their behavior, not browsers

■ Consistent universe definition

– Those aged 15+ accessing the internet from either a home or a work computer in the past 30 days

■ Consistent recruitment methodology

– Randomly recruited with multiple value propositions running simultaneously across the web

– Permission Research

■ Consistent projection methodology

– Stratified on age, gender, country, percent of time spent online or visiting specific content categories

Proprietary and Confidential Do not distribute without written permission from comScore

The Cookie Deletion Issue: Overstating Reach and Understating FrequencyThe Cookie Deletion Issue: Overstating Reach and Understating Frequency

■ In 2006, 30% of US Internet users deleted their cookies in a studied month

■ Some of these ‘cookie-monsters’ did so an average of 4 times a month

– Leaving 5 different cookies for a single site on their computers

■ Cookie deletion was found to create significant errors:

– On average, 2.5 times overstatement of unique visitors in server logs

– On average, 2.5 times overstatement of reach and a similar understatement of frequency

in ad server logs

■ Important to recognize the significant difference of basic site server data and

the panel-based approach not affected by cookie-deletion

■ Tunnel-vision is never the best view

Based on a unique comScore Study of Yahoo and DoubleClick cookies

PART II

The Internet Audience in Argentina

PART II

The Internet Audience in Argentina



Online Populations by Region

Worldwide Online Population

949.6 1,007.7

Worldwide

Millions of Internet Users

+6.1%

Latin America continues growthLatin America continues growth

383.4

268.2184.2

69.2 44.5

416.3

282.7

185.1

74.9 48.8

Asia Pacific Europe North America Latin America Middle East - Africa

Millions of Internet Users

+8.6%

+5.4%+0.5%

+8.2%+9.5%

■ Growth has slowed in North America and Europe

■ Asia continues to show strong growth on a large base

■ Latin America and the Middle East/Africa are now the high-growth regions globally

■ Growth expected to continue on the back of increased residential broadband penetration region-wide

July 2008

Dec 2008

Source: comScore World Metrix, Dec 2008


26.9

26.2

26.3

28.3

23.7

26.2

17.2

Brazil

Mexico

Argentina

Colombia

Chile

Venezuela

Puerto Rico

29.1

12.9

10.2

7.7

6.0

1.9

0.9

Brazil

Mexico

Argentina

Colombia

Chile

Venezuela

Puerto Rico

Argentina is third-largest web population in Lat AmArgentina is third-largest web population in Lat Am

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■ Argentina has the third-largest Internet population in the region, with 10.2 million

home and work users over the age of 15, (est. 20 million total online population)

■ Average user in Argentina clocks 26.3 hours/month, more than the worldwide average

Internet Users (MM)in Latin America

Total Online Hours per VisitorLatin America

Source: comScore World Metrix, March 2009

Internet users ages 15+ accessing the internet from a Home or Work computer

WW Avg: 23.8


20.8

27.0

18.2

26.3

15.6

23.7

Australia

Netherlands

Taiwan

Argentina

Malaysia

Chile

Comparison to Other Countries Outside RegionComparison to Other Countries Outside Region

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■ 15+ Home and Work populations in Australia and Netherlands are of similar size

■ Internet users in Argentina, however, spend more time online than their counterparts

in these countries (Canada 44+ hours, US 32+ hours per month)

Internet Users (MM) Total Online Hours per Visitor


Internet users ages 15+ accessing the internet from a Home or Work computer

WW Avg: 23.8

12.0

12.0

11.3

10.2

9.1

6.0

Australia

Netherlands

Taiwan

Argentina

Malaysia

Chile


Profile of the Internet Audience in ArgentinaProfile of the Internet Audience in Argentina

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■ Unlike other markets in Latin America, the Internet audience in Argentina is

more evenly distributed among various age groups and closely mirrors the

worldwide average


27%

36%

27%

26%

28%

26%

17%

19%

22%

17%

11%

14%

14%

7%

11%

Argentina

Latin America

Worldwide

Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+

Distribution of Internet Users 15+


Demographic breakdown of Argentina’s Online Audience


Web 2.0

Entertainment“On-ramp” categories

Argentina Indexes for Key CategoriesArgentina Indexes for Key Categories

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Utility & Content

High Reach, Flat Growth

Mainstream, MidReach, Flat Growth

Approaching Mainstream, High Growth

Growing Reach, Very Fast Growth

97

99

160

76

Portals

Search/Navigation

92

111

115

79

89

79

Reference

Social Networking

Blogs

Reach Index Time Index

96

97

107

96

91

97

Entertainment

Multimedia

Online Gaming

114

157

101

100

68

87

116

141

70

141

39

51

e-mail

Instant Messengers

Retail

News/Information

Travel

Sports


Highest-Indexing Web Categories in ArgentinaHighest-Indexing Web Categories in Argentina

16

157

157

155

141

135

133

129

124

115

114

114

113

111

110

110

107

106

106

■ As in many fast-growing Internet markets, Argentina

shows a strong focus on Communications: Instant

Messengers, e-mail, Discussion/Chat, and Web 2.0

(Social networking, Blogs, etc.)

■ Online newspaper visitation is above average driven by

strong digital presence of both Clarin and La Nacion

■ Discussion/Chat led by Taringa.net (37% reach)

■ Over indexing of Web Hosting category shows maturity


53.1

77.3

49.3

32.1

12.3

7.9

51.6

18.9

60.6

79.8

20.5

50.0

71.6

25.9

30.9

41.0

79.3

5.5

Newspapers

Instant Messengers

Discussion/Chat

Classifieds

Humor

Retail - Music

Photos

Kids

Blogs

e-mail

Information

Entertainment - Music

Social Networking

Gaming Information

Web Hosting

Online Gaming

Conversational Media

e-cards

WW Reach

Argentina: Highest-Indexing Web CategoriesIndex Compared to WW Reach

PART III

How Internet Advertising Works

PART III

How Internet Advertising Works



Why are some advertisers slower to embrace online?Why are some advertisers slower to embrace online?

■ Are the wrong metrics being used (i.e. click-throughs vs real ROI)?

■ Is there too much contradictory or confusing data available?

■ Is it a lack of proof that online advertising really works?

■ Clicks on display ads are a misleading metric as they don’t reflect the

brand-building effects

– Only use for direct response ad campaigns (or search)

– Clicks don’t measure all of a campaign’s sales impact nor the cumulative (latent) impact of ads

– Clicks don’t tell you anything about brand building effects

■ comScore, along with its various partners, has been busy researching

– Search & display advertising

– Offline impact (in-store sales)

– Latent effects

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Some things to consider before we move forwardSome things to consider before we move forward

■ Panel-based measures correct problems with site server data, measuring

individuals and not machines (cookies)

■ Using the correct metrics allows improved media planning and analysis

– Also, look beyond clicks

■ Intelligence is now available showing advertisers and publishers detailed data

on the online audience as well as their demographic profile and affinity

■ Detailed segmentation of users is helping build more powerful media plans

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There are many tools allowing for effective online media planning

and analysis that are on par with other media


Case study: Targeting the online audienceTwo sites offering almost identical demographics…Case study: Targeting the online audienceTwo sites offering almost identical demographics…

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…but their respective audiences show clearly distinct preferences in terms of online content…but their respective audiences show clearly distinct preferences in terms of online content

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Online Ad Effectiveness: Close the Loop Studies (Done with Yahoo!)Online Ad Effectiveness: Close the Loop Studies (Done with Yahoo!)

■ Dozens of studies to assess the impact of paid search and banner ads on

online and offline sales

■ Real world analysis: comScore panelists divided into two matched groups

(exposed and non-exposed to advertising)

– Search only

– Display ads only

– Search and display ads together

– Neither

■ Passively measured behavior, no surveys involved

– Linked to in-store sale through CRM databases, retailer loyalty cards (e.g. Kroger), IRI

scanner panel

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Online Ad Effectiveness: The Impact on Visitation to the Advertiser’s site Online Ad Effectiveness: The Impact on Visitation to the Advertiser’s site

■ Based on over 100 studies in which consumers’ online behavior was monitored following exposure to a

display ad, the average lift in the number of visitors to the advertiser site was 65% during the 1st week

■ Not only was there a significant visitation boost within the first week following exposure to an ad -- low

click rates notwithstanding -- but after the 1st week, there was significant lift that would have been

underappreciated by relying on click-throughs or by focusing on cookie-centric tracking

■ The greatest absolute increase in reach lift (i.e., incremental points of reach) was seen generated by

advertisers in the Retail & Apparel (+4.7 points), Media & Entertainment (+3.0 points) and Electronics &

Software (+1.4 points) categories.

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Online Ad Effectiveness:The Impact of display ads on salesOnline Ad Effectiveness:The Impact of display ads on sales

■ For e-commerce sites, it has been a challenge to quantify the impact of online advertising on sales

– Purchases rarely take place during the same session as exposure, and even less as a result of a click-through

– Therefore important to look at ‘latent ‘effects, which can extend to days or weeks after exposure

■ For bricks and mortar retailers, the challenges are greater, due to the necessity of quantifying the

effects of online advertising on offline sales

– The lift in offline sales generated by online advertising is significant, and can not measured through a cookie-

centric approach

– The lack of visibility in to offline purchasing consistently leads to an underestimation of the ROI of display

advertising, similar to conventional media

■ In examining the impact of display ads on buyer penetration, we

saw that the percentage lift is much higher online than offline

� Lift in online buyer penetration of 42.1%

� Lift in offline buyer penetration of 10.1% (but, due to the much larger

base, this represents a significantly higher sales value)


“The Role of Search in Consumer Buying”2006 comScore Study with Google“The Role of Search in Consumer Buying”2006 comScore Study with Google

Source: Google/comScore “The Role of Search in Consumer Buying” Press Release, March 21, 2006; based on

holiday-related purchases completed online and offline across 11 product categories for 60 days post-search

Direct Online Effects 16%

Latent Offline Effects 63%

Latent Online Effects 21%

The Three Components of how Search Drives Buying

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The synergistic impact of search and display advertisements on salesThe synergistic impact of search and display advertisements on sales

■ The impact of search ads alone on consumers’ buying behavior has been found to be clearly greater

than that of display ads

– True both in terms of the advertisements impact on online buying as well as offline sales

– Not surprising as searchers are clearly “in the market” for purchasing the advertised product

■ Important to note, however, that the reach of search advertising is much lower than that of display advertising

– Consistently across the research conducted by comScore, approximately 80% of the consumers who saw an

advertisement were exposed to only a display ad, a much lower 8% were exposed to a search ad

– When the lift factors of each are weighted by the reach of the advertisement, display ads almost always emerge as being

able to generate a higher total lift in sales

■ comScore also regularly sees that the combination of search AND display together is greater than the sum of

the impact of display and search ads separately.

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Thank you very muchThank you very much

For more information, including quarterly US

e-commerce reports as well as travel, CPG &

other industry-specific webinars, please visit:

www.comscore.com

For more details on all our online ad effectiveness

research, please download our free ‘How Online

Advertising Works; Whither the Click’ white paper

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Presentación ComsCore Internet en SudAmerica y Argentina

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Transcript of Presentación ComsCore Internet en SudAmerica y Argentina